MAM
Hashtag Orange lands Roca India digital brief, flush with plans to boost online presence
MUMBAI: Bathroom brilliance just met browser muscle. In a digital leap, Roca India has appointed Gurugram-based Hashtag Orange to lead its online brand transformation. Announced on 22 April, the mandate comes with a full-stack remit: digital storytelling, data-fuelled media planning, and an SEO strategy built to soak up search traffic like a Roca basin.
With over 100 years of global expertise in sanitaryware, Roca is hardly a new name in Indian households. But as digital becomes the new showroom, the brand has turned to Hashtag Orange to build visibility, engagement and recall in the minds of modern consumers who shop, scroll and scrutinise online.
“Roca is more than a brand; it’s a name that has established quality, innovation, and design excellence in the world of bathroom solutions for decades. We aim to enhance this legacy in the digital world by developing strategies that connect with digital-first consumers today in the Indian market. At Hashtag Orange, we are committed to the potential of stories and technology, and with Roca, we have a thrilling chance to merge both into one to fuel engagement, awareness, and growth,” said Hashtag Orange founder Mukesh Vij.
Roca India head of brand marketing Vikrant Choudhary added, “Consumer behaviour is evolving rapidly, and online presence has never been more powerful. At Roca India, we’ve always believed in innovation—not only in our products but also in how we engage with our consumers. Our collaboration with Hashtag Orange couldn’t have come at a more opportune moment, as it aligns with our mission to create stronger relationships, drive recall, and apply data-driven intelligence to inform our digital destiny. We are eager to see this collaboration bring about a significant and compelling digital presence.”
The brand film, slated to roll out across digital channels, will spotlight Roca’s legacy, product excellence, and sustainability ethos. Beyond eye-candy campaigns, the partnership aims to harness customer insights and performance analytics to keep the conversation flowing—not just around taps, but around touchpoints.
In a landscape where every scroll counts, Roca is betting that its digital revamp will help it maintain category leadership, while Hashtag Orange looks to turn clicks into conversions and eyeballs into enduring brand love.
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
